Alongside the literal form of ornament a contemporary form has emerged, which shares the ascribed characteristics of the literal ornament, but has an even more pervasive effect. This ornament, that takes the shape of (commercially) constructed values and relates to branding, storytelling and the experience economy, plays a key role in the understanding of fashion today. Interwoven in design practices this value-ornament has gained a dominant position in today’s consumer society. By considering the layered character, the evolution of ornament and reflections on this from various sources and contexts ranging from Adolf Loos to Michel de Certeau, this text focuses on the impact of the contemporary value-ornament on today’s makers and users revealing potential for future alternatives.